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Critical Mass Podcasting Expected by 2010
Almost 5 million people downloaded a podcast in 2005. Expect 9 time that amount -- 45 million podcast listeners -- in just a SHORT 4 YEARS! That's 50% higher than the most optimisitc satellite radio subscriber totals by 2010 (30 million). And most podcasts are for free (no special equipment required).
The best part of this news is that we all have the transmitter ability to create and "netcast" custom podcasts for others to listen to across the web. For the first time, the term "broadcasting" can be applied "broadly" - beyond just the few owners of transmitters and "official" broadcast facilities. In the podcast/broadcast world, your laptop, mic, iTunes library and mp3/podcast converting software -- plus an Internet connection and a little marketing savvy -- is all you need to get your "show" heard.
According to a recent release by Bridge Ratings for user growth in the podcast universe, based on interviews with radio listeners in ten national markets, 4.8 million persons (up from 820,000 podcast users in 2004) have at some time during 2005 downloaded a podcast from either a radio station or other source. The study estimates that iTunes was referenced as the most often accessed portal for podcast downloads.
The study notes that two different metrics define the podcast user universe: Weekly users and those that have ever downloaded and listened to a podcast. By 2010 podcast audience growth is expected to reach a conservative 45 million users who will have ever listened to a podcast. Aggressive estimates place this number closer to 75 million by this date.
Currently, approximately 20% of users who have ever downloaded and listened to a podcast do so on a weekly basis. This group downloads an average of six podcasts per week and spends approximately four hours a month listening to the podcasts they download.
By 2010 Podcasts will positively impact radio by boosting tune-in, says the study, since on average less than 20% listen to their podcast downloads on an MP3 player or other digital device.
Note to radio stations today: if you are not podcasting yet, if you haven't worked out the streaming rights of your on-air broadcast programming, get to it. This has much more potential for immediate results than that investment into HDRadio you're thinking about (which is still better suited for long-term plans).
-- Chris Kennedy
posted by Unknown @ Wednesday, January 04, 2006,
